There’s a reason “how-to” blog post titles work, marketing gurus Guy Kawaski and Peg Fitzpatrick show in their user guide on social media. How-to titles might start out with those very words, or take forms such as:
- Quick Guide to…..
- Complete Guide to….
- Questions to Ask Before…
- Rules for….
- Essential Steps to….
- Most Popular Ways to…..
- Tips for Busy……..
- Tactics to….
- What No One Tells You About……..
There’s a “biology” to selecting effective business blog post titles, I wrote in a blog post some five years ago. (Since, as blog content writers, one big challenge we face is selecting the best title for each post, I had found an exercise in an Ivy Tech Community College textbook in which students were to select the best out of four possible titles for an article about humpback whales.)
In composing business blogs, I reminded my Say It For You readers, we need to keep several goals in mind:
- write engaging titles
- include keyword phrases to help with search
- be short and to the point
- use power words
The overriding goal, though, in composing a title, I pointed out, has to be making promises we are going to be able to keep in the body of the blog post itself.
The correct answer in that student textbook was #3: “The Digestive System of the Humpback Whale”. That’s the one, the writer explained, that includes the writer’s focus in the paragraph. The other titles were either too broad, too specific, or limited to only a portion of the paragraph’s content.
The best “How-to”s are neither too broad nor too limited. They have a “news-you-can-use” feel. The response you’re after from readers is, “Aha! “I have found the right place to get the information I need.
There are lots more How-to titles where those Top Ten came from, Kawaski promises. In fact, he’s got a chart of no fewer than “74 Compelling Fill-in-the-Blank Blog Post Titles” on a Twitter infographic. Try these on for size:
- Key benefits of….
- Essential things for….
- Examples of things to inspire you…
- Key benefits of….
How-to titles are the perfect tool in blogging for business!